TV advertising funds the programmes we watch. Without this revenue, many of our favourite TV programmes would never have been made. As consumers, we know that we must be advertised to, but it's important that advertisers work with the available technology to give us a seamless viewing experience whilst promoting the interests of the brands they represent.
I've been saying for a while now that I believe there has never been a better time to start up in business, so it's great to see that others agree. And not just anyone, but one of the world's greatest entrepreneurs, head of Virgin Richard Branson.
Two weeks ago today, Google marked the opening of the Sochi Winter Olympics by making its global homepage Doodle a rainbow flag for lesbian, gay, bisexual and transgender equality.
I got into the advertising business because I liked advertising. I liked it back then. And I still like it. And it's why I'm inclined to still call an ad an 'ad', and view advertising as something that can be brilliant and that may still serve to influence, even inspire.
Like millions of people around the globe who have no interest in American football, I found myself drawn to the world of Super Bowl TV commercials. As you would expect, I wasn't able to avoid seeing the Ellen DeGeneres fronted ad for Beats Music.
This new era means that the customer is in total control and will treat standard operating procedures with disdain. Catalina's research shows retailers and brands alike must embrace this new dawn, innovate around these new digital enablers and create enjoyable, meaningful shopping experiences.
Valentine's Day is upon us and with it comes society's most de rigueur gift giving requirements. The emergence of online shopping means these gifts are easier to give than ever (and excuses when they're forgotten are harder to come by).
Now we have all settled into the new year, I thought its time to take a slightly different look at business, and reflects a little of the fun side ... something and which I hope will make you laugh.
Just before Valentine's Day, a hot new TV advert is celebrating the joy of SAFE sex. The provocative ad has certainly got people talking - but what is its message?
Previously, economists have coined the term the 'lipstick effect' to describe consumers' desire to increase their purchase of goods, like lipstick and chocolate, when faced with an economic or social crisis.
Why is it so difficult to find out where your advertising is appearing online, and how can marketing professionals take back the reins over their collateral and get what they really need out of their online relationship?
How does this legendary ad rank amongst the rest of the Heineken flock then? It has all the love it or hate it swagger that some of their previous spots contain but coupled with a great message to men out there with even the most quirky and seemingly pointless skills.
By extension of putting consumers "in control", the new consideration should become how campaigns can put them "in character". Beyond us asking, "What is the role for The Brand?", we need to establish, "What is the heroic role we are giving The Consumer?
Brands need to understand where and how to reach their audience and then create campaigns that have a high impact on that audience. A few do it successfully, many fail miserably.
When deciding how to stand out at Christmas, it is vital that brands leverage and amplify their DNA - taking what is at the core of their identity and leveraging it in a way that is likely to resonate with consumers on a festive level.
A wealth of case studies suggest it is unwise to use simple rules of thumb. A sample of more recent results shown in the chart below reveals long-term multipliers ranging from one out to eight where the size and colour of the "bubble" indicates the multiplier found for 30 different brands...